The holiday season is a unique time for patient recruitment. While people are more engaged in personal matters, vacations, and family gatherings, it’s also a time when many are reflecting on their health, making resolutions for the new year, and seeking opportunities to improve their well-being. For sponsors and research sites, this creates both challenges and opportunities. Effective patient recruitment during the holidays requires thoughtful advertising strategies to connect with potential participants without getting lost in the seasonal noise.
Here are some best practices for clinical trial patient recruitment advertising during the holiday season:
Plan Ahead and Start Early
The holiday season can be hectic, and attention spans are often shorter. Start your patient recruitment campaign early to give yourself ample time to reach potential participants. By launching your advertising efforts before the holidays hit full swing, you can get in front of people before they become too distracted by seasonal activities.
Additionally, ad platforms often experience higher competition and cost-per-click (CPC) rates during the holidays. Early campaigns may help mitigate these costs while giving you a head start on recruitment.
Create Compassionate and Empathetic Messaging
The holiday season is often emotional, so messaging that resonates on a personal level will likely be more effective. When crafting your advertising, focus on the compassionate side of clinical trials—how they can make a difference in patients’ lives and contribute to advancing medicine. Highlight the benefits participants may experience, such as access to cutting-edge treatments, expert medical care, and the opportunity to help others by contributing to medical research.
Using sensitive and thoughtful language, you can build trust and make your study more appealing during a time when people may be especially reflective about their health and the well-being of others.
Leverage the “New Year, New You” Mindset
As the new year approaches, many people are thinking about health-related resolutions. Incorporating this theme into your patient recruitment advertising can make it more relevant to potential participants. Phrases like “Start the New Year with a Focus on Your Health” or “Take Control of Your Well-being in the New Year” can align your study with the common mindset of self-improvement.
Timing your ads around early January, when individuals are most engaged in setting personal goals, can help position clinical trial participation as a proactive and health-conscious decision.
Use Targeted and Diversified Advertising Channels
Holiday advertising clutter can make it hard to stand out, so using multiple, targeted channels will increase your reach. Some key channels to consider include:
Social Media: Platforms like Facebook, Instagram, and LinkedIn allow for highly targeted advertising based on demographics, interests, and even health conditions. You can also leverage festive, holiday-themed content to grab attention.
Email Campaigns: Personalized email outreach can remind potential participants about your trial, especially if they’ve already expressed interest in past studies or related health conditions. Be mindful of email frequency during the holidays to avoid overwhelming recipients.
Search Engine Ads: Google Ads and similar platforms can help your clinical trial appear when potential participants are searching for health-related information. Using keywords relevant to the holidays, such as “healthy New Year” or “holiday stress management,” could attract attention from individuals seeking better health in the coming year.
Community Outreach: Consider working with local organizations, clinics, or support groups, which may be active during the holidays and can help spread the word about your trial.
Offer Flexibility and Convenience
During the holidays, people may have less time to participate in long or complicated processes. Highlight the flexibility of your trial—whether that’s online pre-screening, minimal in-person visits, or flexible scheduling for appointments. Emphasizing that the study won’t interfere with holiday plans and commitments can make it more attractive to potential participants.
Use Visuals That Match the Season
To capture attention, consider designing ads with a holiday or seasonal theme. Subtle, festive imagery can help your ads blend into the holiday content people are already consuming. However, avoid going overboard—while holiday visuals can make your ads more noticeable, it’s essential to remain professional and focused on the trial itself.
For example, incorporating warm, welcoming colors and comforting imagery (such as families together, cozy settings, or symbolic representations of health and wellness) can evoke feelings of positivity while aligning with the season.
Tailor Your Messaging for Specific Patient Populations
The holiday season impacts people differently depending on their health status, financial situation, and personal circumstances. When recruiting for clinical trials, it’s essential to tailor your messaging to the needs and concerns of your target population.
For example:
Chronic Illness Patients: Remind them how participating in a clinical trial during the holidays could provide new treatment opportunities or specialized care.
Caregivers: Provide information on how joining a trial can be a way to proactively manage the health of a loved one.
Individuals with New Year Health Goals: Emphasize how clinical trial participation aligns with health-focused resolutions for the new year.
Personalized messaging will ensure your ads speak directly to your audience’s needs and motivations during this time of year.
Monitor and Adapt Your Campaigns
The holiday season can bring shifts in engagement patterns, so it’s important to monitor your advertising performance and adapt accordingly. Watch for changes in cost per acquisition (CPA), click-through rates (CTR), and overall lead quality. If you notice that certain channels or ads aren’t performing well, adjust your approach or try different messaging to optimize your results.
Be prepared to adjust for the unpredictable nature of the holiday season—by staying flexible, you’ll be able to optimize your recruitment efforts even as consumer behavior fluctuates.
Patient recruitment for clinical trials during the holidays can be challenging, but with careful planning and thoughtful execution, it can also be an opportunity to connect with potential participants who are focused on their health and well-being. By creating empathetic messaging, leveraging seasonal trends, and optimizing advertising channels, you can successfully recruit patients during this festive season. Be sure to prioritize flexibility and personalization to stand out in a crowded space and make it easy for participants to get involved. Have questions or need help with marketing strategy? Contact our team today at info@imagebloom.com or visit imagebloom.com.
